Some days ago we have experienced a wave of gratefulness towards Mr. Antonis Paschalides, Minister of Industry, Commerce and Tourism, for the renewal of the “measures to boost tourism”. This extraordinary gratefulness came from all the professional associations; from hoteliers (two associations), the travel agents – tour operators, the restaurateurs and all the others who are involved in tourism. After the announcement of Mr. Paschalides that the measures would be on for one more year, most of the grateful hospitality leaders and followers took the flight to the World Travel Market in London (WTM 2009) in order to “fight” with Turkey, Greece, Dubai, Tunisia, Egypt, Malta, Seychelles …
They went there armed with “short-range weapons”, with “weapons loaded ammunition with a short expiry date”, winter 2010. Nobody had in his briefcase Quality as a proposal, nobody was able to offer something new to the end user-tourist, nobody was able to talk of change, change in “navigation”, nobody was able to touch the deeper problem in tourism in a courageous manner.
The lack of Leadership in Tourism in Cyprus is very obvious, I mean lack of business leadership, political one we have plenty, we could give some away. We lack of leaders who can dream of a sustainable tourism industry, of a healthy tourism destination, of a destination that wants to achieve high customer satisfaction. The customer Satisfaction Survey contacted by the University of Cyprus and the Cyprus Tourism Organisation points out among others that the substandard infrastructure (e.g. pedestrian and cycling facilities, parking spaces, public restrooms) was the tourist product component that dissatisfied tourists the most. No signs of improvement were recorded in recent years. Drastic corrective measures such as the construction of pedestrian and cycling facilities, especially in tourist areas, should be given priority.
“All the great walks start with the fist step”, (Lao Tse China 6th century B.C). In the tourist industry in Cyprus nobody makes this first step, nobody wants to be exposed in the “cold” of Innovation; nobody wants to be exposed to the “radioactivity” of the Financial Risk. The Cypriot State is proud for having two new modern airports without spending a cent. Obviously the state did not calculate that those airports would probably be the most expensive in Southern Europe (LCA – ATH 121 Euros airport taxes). Of course, Cyprus being the navel of the planet, the thirty something airlines that complained about the high fees and taxes, will never feel like “real” airlines if they do not touch ground in Cyprus.
It is very clear that we need a plan but we have no architect. This is the reason I propose the creation of a Tourism Cluster, a Cluster formed by professionals without business cards, without personal ambitions, without seeking votes, by people that are only interested in leaving a better future for their children, by people who live and let live in tourism, by people who want to bring change, who will reinvent a new touristicoeconomic model that will take us out of this whole we are now deep in.
In my opinion a Cluster like this can only be successful if we take into account and develop what other destinations did, if we are able to take into account and plan having in mind the needs of tomorrows end user, if we are able to listen and act fast and efficiently. A Cluster that will take serious steps towards sustainability, accessibility and humanisation of the destination will defiantly be a model to follow. The beginning of this Cluster could be the 2nd E-Tourism Forum (www.etourism-forum.com) in February 2010 when 10 or more top level speakers will be talking to us about how we can apply Experience, Innovation and Design in a new Leadership era so as to gain Customer Trust.
